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The Proposal of Marketing Communication for the Company TKTD S.R.O.
Šimko, Dávid ; Společníková, Lucia (referee) ; Kaňovská, Lucie (advisor)
The master thesis deals with the proposal of marketing communication for selected business activities of the company TKTD s.r.o., which are car wash, tire and car services. The thesis is divided into three main parts. The first part includes theoretical knowledge relevant to marketing and marketing communication. The second one focuses on the company situation analysis, company´s general and sector environment analysis. The last part includes concrete final proposals and procedures based on results of analyses, which should contribute and improve the company´s current situation on the local market.
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Content marketing a jeho využití v marketingu ubytovacích služeb
Kočí, Kristýna
The diploma thesis deals with the importance of content marketing and its use in the marketing of accommodation services. Content marketing is on the rise and it is not only in the travel industry that it can help build long-term relationships and thus support business growth. The aim of the thesis is to determine recommendati-ons for the use of content marketing in hotel companies offering accommodation services in Brno. The thesis uses available secondary data to analyse the state of the current market in terms of content marketing and also to identify target segments. An important source of information was the collection of primary data using in-depth interviews with company representatives (n = 6) and representatives of the target segment (n = 6). The final recommendations are formulated through the basic processes of content marketing.
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Marketingová komunikace firmy COOLAGENT
Ludvová, Daniela
The bachelor thesis deals with the marketing communication tools of COOLAGENT, a company that specializes in selling its services. The main goal is to propose suitable changes in its marketing communication to increase awareness of the company and attract more new clients who will use its services. The practical part introduces the company COOLAGENT, analyzes its current marketing communication, external environment, and identifies target groups. Based on a quantitative questionnaire survey, recommendations for improving the marketing communication of language courses are suggested. The key recommendations include improving the website since respondents prefer a more sophisticated and modern design when choosing an agency and proposing the use of influencer marketing to increase awareness.
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Service Design in Public Libraries
Šnýdl, Jakub ; Dombrovská, Michaela (advisor) ; Nekolová, Kateřina (referee)
This thesis deals with service design in public libraries. The theses consists of a theoretical part and a practical part. The theoretical part describes the services in public libraries. Then basics and principles of design services are introduced. This is followed by an overview of service design tools and methods suitable for use in libraries. The practical part analyzes services of the Matěj Josef Sychra Library from a user perspective, using tools and methods of service design and some possible improvements of these services are suggested.
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Proposal for Changes of Marketing Mix of concret Company
Dvořáková, Kateřina ; Vopatová, Iveta (referee) ; Mráček, Pavel (advisor)
This master thesis deals with the proposal of changes in the marketing mix of a particular company. These suggestions could lead in the future to get new customers and strenghten loyalty to existing customers. The master thesis is divided into three essential units. The first one will introduce theories needed to carry out the following part, which is the analysis of this company and the necessary analyzes. For the processing of the last design part, these analyzes are necessary.
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Proposal of Change of Marketing Communication of a Particular Atelier
Mičíková, Petra ; Mucha,, Martin (referee) ; Mráček, Pavel (advisor)
The Master´s thesis deals with the proposal of change of marketing communication for a particular atelier that should lead to raising public awareness of the atelier and also subsequently increase its potencial customers. Master´s thesis contains of theoretical knowledge related to the topic, analysis of current state and own proposal of changes. The proposal of changes are based on theoretical knowledge and results obtained by analyzing the current state of atelier.
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Marketing Activities of Uber
Koutníková, Martina ; Boučková, Jana (advisor) ; Lenoch, Zdeněk (referee)
This Master´s Thesis focuses on the sharing economy and more importantly, on one of the main pioneers of this phenomenon, which is Uber. Uber is presented as a typical example when describing possibilities and problems connected with the sharing economy. The thesis is divided into two main parts - the theoretical part and the practical part. The theoretical part deals with theoretical terms that are essential for a better understanding of the second, practical, part. It involves a complex description of the term sharing economy and its main driving force - Millennials (Generation Y). Furthermore, there are described terms such as marketing environmental analysis and marketing mix analysis, which are put into practice and presented on Uber in the latter part of this thesis. This thesis focuses on marketing activities of Uber in the Czech Republic and that also includes a questionnaire survey. The main goal of this thesis is to describe current marketing activities of Uber in the Czech Republic, to present findings about brand awareness of Uber in the Czech Republic and its customer satisfaction and consequently, to make recommendations on possible marketing activities, that could help Uber in the Czech Republic to meet its objectives and/or unfold its potential. The partial objective of this thesis is to put together a complex set of characteristics of the sharing economy.
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Evaluation of Airbnb's Potential and Impact in the Czech Republic
Arabadjieva, Stefana ; Nečas, Vlastimil (advisor) ; Shavit, Anna (referee)
The thesis examines the phenomenon of the sharing economy and the impact it had made over the recent years. As a prime example, the thesis is structured around a recent company, Airbnb. The sharing economy is a relatively new concept which is influenced from the rise use of internet and social networks around the world. Sharing economy is a collaborative system built on sharing of goods and human resources. The thesis also examines the obstacles of legal issues, lack of control and safety. Airbnb is an online platform that connects people to rent their personal space to others for a nightly or monthly price. The website is being used around the world, bringing the concept of building a community and feeling of belonging for some people. A part of this work is also a quantitative content analysis, which compares the Airbnb offers with the offers of hotels in Prague. The research based on prices and users' rating examines if Airbnb is able to compete with established hotels. Although the total number of Airbnb units in Prague is significantly smaller than the number of hotels, the results show Airbnb's high potential in this area. Its advantages are lower prices and excellent rating.
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Marketing Strategy on the Services Market and its Application on a Selected Organisation, Library, Information Centre
Baslová, Taťána ; Johnova, Radka (advisor) ; Buřilová, Marcela (referee)
The aim of this bachelor thesis is to apply available findings about marketing on the library sphere, to show some possibilities of cooperation between a library and its surrounding and to create a marketing strategy for particular library emphasizing the importance of cooperation with other organizations. Theoretical part of the thesis describes marketing in library sphere, including marketing mix and current trends in marketing communication. There are also presented some examples of cooperation between a library and various organizations. In practical part of the thesis there is presented Municipal Library in Sušice, its users and its cooperation with other organizations. There is also performed SWOT analysis. Its results were then used for designing new marketing strategy. The thesis includes also a survey that was performed among the library users.
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Service Design in Public Libraries
Šnýdl, Jakub ; Dombrovská, Michaela (advisor) ; Nekolová, Kateřina (referee)
This thesis deals with service design in public libraries. The theses consists of a theoretical part and a practical part. The theoretical part describes the services in public libraries. Then basics and principles of design services are introduced. This is followed by an overview of service design tools and methods suitable for use in libraries. The practical part analyzes services of the Matěj Josef Sychra Library from a user perspective, using tools and methods of service design and some possible improvements of these services are suggested.
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